Cox Selects Draftfcb as Digital and Direct Response Agency of Record
This week, Cox Communications selected Draftfcb as the company’s national digital and direct response agency of record, which spans direct response TV, digital marketing and direct mail. A global firm serving more than 100 companies in the Global Fortune 500, Draftfcb’s Chicago office will be responsible for developing a powerful portfolio of direct and online marketing campaigns for Cox residential and business services.
The decision was reached after a comprehensive two-month engagement led by Cox’s marketing and supply chain teams, with support from Pile and Company.
Prior to this decision, Cox’s digital and direct response services were regionalized, with multiple approaches and partners from headquarters and each field location. Draftfcb will serve as the single digital marketing and direct response agency, meeting the needs of each region with a consistent, national strategy. For the time being, search engine marketing will continue to be handled by LeapFrog.
Following a similar review process, in December, Cox tapped MediaVest as the company’s national media planning and buying agency of record.
Cox’s brand agency is Doner, and this will not change.
The following quotes can be attributed to Mark Greatrex, senior vice president and chief marketing officer, Cox Communications:
“Cox is developing a team of world-class marketing partners who are thought leaders in their field and consistently deliver outstanding results.”
“The Draftfcb team offers compelling creative coupled with innovative and proven capabilities in direct response marketing. This relationship will create long-term value for the Cox brand and, more importantly, for our customers.”
“This is another important step in making Cox more competitive nationally. Cox is focused on establishing a marketing structure that drives greater consistency and impact in our marketing plans while developing innovative marketing approaches in the telecommunications and entertainment industry.”